Athletes Unlimited Pro Softball Season 2024
Athletes Unlimited is an innovative, player-centric model of professional sports leagues that puts athletes and fans first. Currently serving as the premier league in women’s pro softball, pro lacrosse, pro volleyball and winter pro basketball.
Role - Associate Creative Director
Responsible for developing creative concepts and design for league venues and experiences.
Environmental and graphic design of branded areas:
• Competition field and venue
• Athlete Lounge, Locker and Draft
• Concept and design of overall Fan Experiences
• Branded on-site Fan Pro Shop(s)
• Integrate contractual partner branded benefits
Athletes Unlimited Pro Basketball Season 2024
Role - Associate Creative Director
Athletes Unlimited Pro Basketball is a women’s professional basketball league in the United States. The league features 40 of the best women’s professional basketball players in the world.
Venue Design:
A collage was created with the text, black & white base layer, gradient color elements, and partners' logos and identity.
Placement for AU identity and partner logos is determined by best possible placement for in-venue viewing, and prominence on broadcast.
The walls and backgrounds are designed to be perfect sets for the competition. Athletes are dressed in saturated colors, and are visually prominent against the graphic backgrounds.
Scale, color and collage are also carried throughout other venue elements, such as entrances, fan activations, and signage.
Role - Art Director
In 2023, for the 10th anniversary of Inspire, Business Spend Management (BSM) software company Coupa planned to launch its Inspire event in Las Vegas. Coupa wanted to use aspirational stories to showcase its solutions, engage attendees with relevant experiences, and build deeper audience relationships.
• Managing the overall art direction of branding elements across the expo and keynote.
• Consistent look and feel across the event that included branded signage, wayfinding materials, and specialty spaces within the event
• Key topics of general session woven throughout Coupa booth activations, breakouts, and other event programs.
Inspiration
Focusing on customer success stories in the “Coupa Community Village,” a modern interpretation of mixed-use neighborhoods designed to build, connect, and strengthen the community by celebrating people and ideas.
This environment was designed to bring all customers together for deeper connection. The area included hands-on demos and 1:1 conversations, as well as partner and sponsor exhibits.
Team USA Week Washington DC, USOPC 2022
Developed and produced a comprehensive experiential program to establish a marquee celebratory moment for Team USA Athletes.
On May 1-4, 2022, Team USA Olympians and Paralympians from both the Tokyo and Beijing Games. For the first time, Summer and Winter Athletes were brought together as a unified team – in one place, at one time – for Team USA Week, a landmark moment for the movement.
Held in Washington DC at the historic Washington Hilton, the unforgettable three-day program consisted of pillar events and a robust hospitality program that celebrated the accomplishments and supported the personal and professional growth of the Athletes. The program concluded with the Athletes’ visit to the White House to meet the President.
Developed and produced three pillar events along with several extension activations and content capture opportunities. The pillar events included:
Athlete Summit – a day of programming that educated, informed and provided professional resources for more than 400 Athletes.
Team USA Service & Hope Impact Day – a day for Athletes to give back to the DC community and inspire them to make an impact in their own communities. Athletes teamed up to create play kits to encourage kids to be active and participate in sports at home.
The Celebration – a spectacular celebration befitting of Olympians and Paralympians hosted by disability activist Lolo Spencer and featuring performances by Walk the Moon.
Additionally, hospitality activities at the hotel included a welcome reception and Athlete Lounge sponsored by Toyota.
The experiences were anchored by large-scale environmental graphics with Team USA Branding. The hotel was transformed into Team USA Week, featuring Olympic and Paralympic athletes teams to celebrate their crowning achievements.
Trailhead DX Developer Conference
Role - Associate Creative Director
• Lead the Trailhead Zone ideation, and brand execution on the Salesforce Trailhead DX Developer Conference.
• Executed immersive and memorable moments that effectively communicate the brand’s story. Inspired by the trails of the Pfeiffer Big Sur State Park along the Pacific Ocean. Our organizing principle would be a hike to the summit, The first floor is basecamp where you prepare for your journey at Trailhead and learn what being a Trailblazer means.
Role - Creative Director
• Creative leadership and brand executions for Facebook's employee event at Moscone West. Produced large custom artist installation pieces and environments to enhance and reinforce the brand conference.
• Managed team of designers responsible for brand standards and guidelines, environmental graphics, and on-site branding.
(work examples upon request)
Role - Associate Creative Director
• Campaign development to launch eBay into the fashion world. Brought Find Your Perfect to life by photographing 6 individual women and capturing their unique approach to style. Shot in their homes primarily using natural light. The women where styled using their existing wardrobes enhanced with additional pieces purchased on eBay.
• Todd Selby took the photos and directed the films. They included multiple full-length videos, six different 30-second spots and digital out of home. The campaign ran multiple seasons.
Branded Digital Experiences
Role - Creative Director at Eleven Inc.
• Lead creative development, brand design, and digital content for Apple.com.
• Managed team of creatives on concepts and design directions for digital campaigns.
(work examples upon request)
Role - Art Direction & Photography
• Art Directed photography shoot for women's product in Lens Crafters and Sun Glass Hut stores.
• Concept, design, and execute the marketing for retail store window displays, in-store signage, online assets, and special project installations.
Role - Senior Design Director
• Developed new campaigns and content strategies for Oracle brand creative.
• Managed team of designers responsible for digital brand standards and guidelines, environmental graphics, and on-site branding for global events.
(work examples upon request)
Role - Art Direction and Design
• Developed brand concepts and launched a new premium luxury brand campaign for LG Electronics.
• Photo art direction, graphic design, casting, presentation, brand identity, trade show environmental graphics, and retail design.
Gap North America
Role - Art Director / Senior Designer, Flagship Concept, Out of Home.
• Concept, design, and execute the Gap brand marketing for billboard advertising, retail store window displays, in-store display, and integrated digital assets.
Gap North America Music Festivals
Role - Art Director / Senior Designer
In an effort to celebrate Gaps involvement as the official apparel sponsor of the SXSW, Governors Ball, Bonnaroo and Lallapalooza music festivals, select regional stores where supported with in store marketing and a product showcase for great Gap music festival looks. Select locations also received custom music festival T-shirts and bandannas.
Printed lanyards mimic a VIP Pass where provided for associates
in all participating locations to wear and drive customer engagement.
Gap North America
Role - Experiential Designer, Flagship Concept
• Concept, design, and execute the marketing for all North America Gap Adult brand retail store window displays, in-store signage, flagship windows, and special project installations.
• Art directed and worked with the visual merchandising team, stylists, and merchants in implementing a cohesive message.
Gap North America & Global stores
Role - Art Director / Senior Designer, Flagship Concept
• Concept, design, and execute the Gap brand marketing for retail store window displays, in-store signage, flagship windows, and special project installations.
• Art directed and worked with the visual merchandising team, stylists, and merchants in implementing a cohesive message.
Robertson Boulevard Los Angeles, CA
The next evolution of Gap 1969 Jeans
Role - Art Director / Senior Designer, Pop-Up Shop Concept
• Concept, design, and execute the marketing for the 1969 Jean Pop-Up Shop window displays, in-store signage, and installations.
• Art directed and worked with the visual merchandising team, stylists, and merchants in implementing a cohesive message.
Gap North America
Role - Art Director / Senior Designer, Flagship Concept
• Concept, design, and execute the marketing for Gap Flagship retail store window displays and special project installations. Provided concepts and design directions for window displays, signage, and integrated digital assets.
• Art directed and worked with the visual merchandising team, stylists, and merchants in implementing a cohesive message.
Gap North America & Global stores
Role - Experiential Designer, Flagship Concept, White Space Pop-Up Shop
• Concept, design, and execute the marketing for all North America Gap Adult brand retail store window displays, in-store signage, flagship windows, and special project installations.
• Art directed and worked with the visual merchandising team, stylists, and merchants in implementing a cohesive message.
